h公司电视产品外包策略分析-analysis on the outsourcing strategy of tv products in h company.docx

H 公 司 电 视 产 品 外 包 策 略 研 究摘要随着家电行业的竞争加剧，为了应对激烈的市场竞争，最大化保持自身企业 的竞争优势，越来越多的电视厂商通过外包的方式来实现企业竞争力提升。通过 外包减少了内部环节费用，实现了成本的提升，企业也通过外包模式而拉动了销 售，改善了盈利状况，实现了综合能力的提升。但同时也需要看到，外包存在风 险，如何通过外包的运用趋利避害来满足企业需求，同时最大化控制风险，这是 很多电视行业的企业一直在探索和寻找的。H 公司作为国内家电行业的知名企业之一其电视产品也同样面临着成本竞 争压力大，终端销售减弱的风险，这直接影响了其市场拓展成为发展的瓶颈。因 此从整个行业的市场发展行情以及 H 公司内部的因素进行分析，来进一步寻找 H 公司需求外部合作的可行性实施方案迫在眉睫。从 H 公司的发展现状进行分析，结合 H 面临的市场机会点和存在的困境可 以找到 H 公司实现目标合作需要满足的条件；其次，从 H 公司自身的优化着手 来寻找自身竞争力优化的方案，对照客户和行业的情况来分析自身优化方案是否 可以满足需求，同时对企业自身发展以及外部生产的关系进行审慎分析，并进行 最终的决策。在外部生产商的选择中，对接包商的有效筛选并结合定性和定量的 分析法来找到最符合要求的接包商，并得以成功实施。H 公司的案例对电视行业外部生产决策和生产商选择提供了方案和依据，但 是外包不是万能的，它在解决一部分问题的同时也会带来新的问题，所以外部资 源利用引进和实施也需要有改善的方案，不断优化和提升，来控制风险，为企业 带来最大化效益。关键词：外包；电视行业；竞争力；AHP 层次分析法Study on Outsourcing Strategy of TV Product of H CompanyAbstractWith the development of home appliances industry competition intensifies, in order to deal with the fierce market competition, more and more television manufacturers take outsourcing as a way to improve enterprise competitiveness so that to maintain its maximized advantage of competition. Internal link cost was reduced by outsourcing, also cost saving, sales stimulation and profitability improvement. Outsourcing brings a comprehensive improvement to a company. But we still need to realize that risk is closely with outsourcing all the time. How to meet the demand of enterprise trough outsourcing, to achieve the advantage only and to make maximized risk controlling, it’s a continuous topic for most of the television industry enterprises who’re exploring all the time.To be one of the most famous home appliances companies, H companys television product also face with the great pressure of cost increasing and less sales in the terminal market, which effects to its marketing expanding and becomes its bottlenecks step by step. It’s really urgent to find a breakthrough and feasible solution in H company cooperation mode with the analysis of television industry development and H company’s internal factors.Firstly we’ll make